The pharma giant is the headline sponsor of Team Novo Nordisk, a specialist sports group of cyclists (including the world’s first all-diabetic pro-cycling team), triathletes and runners.

The group’s aim is to motivate people to take control of their diabetes, using racing, research, international outreach and philanthropic initiatives within developing countries.

Novo Nordisk, which creates and sells insulin and other equipment used by diabetics, claims there are 371 million people living with the condition around the world.

Pegasus won a competitive pitch for the retained brief, which involves creating a global comms programme to promote the team that feeds into the pharma giant’s overall Changing Diabetes work.

Changing Diabetes is Novo Nordisk’s global commitment to improve conditions for diabetics and those at risk of developing the condition.

The agency will target consumers whose lives areaffected by diabetes through national media, in addition to connecting with the global diabetes community through professional and patient channels. Pegasus will use off- and online media to talk to its target audience, while engaging with cycling and broader sporting communities.

Jo Spadaccino, director of pharma and life sciences at Pegasus, will lead the account, reporting directly to Debbie Bevan, senior comms and PR manager at Novo Nordisk.